THE ANTECEDENT OF PURCHASE INTENTION AND ITS IMPLICATION ON WILLINGNESS TO PAY PREMIUM PRICE TOWARD THE BODY SHOP CUSTOMERS IN SAMARINDA --

ABSTRACT
This study aims to analyse and to prove antecedents of Purchase Intention
and its implications on Willingness to Pay Premium Price towards The Body Shop
Customer in Samarinda. This study uses a quantitative approach with path
analysis using IBM SPSS Statistic 23 software and Structural Equation Model
(SEM) with IBM AMOS 5 software. This study uses a sample of 131 people taken
from The Body Shop consumers in Samarinda City. The measurement scale uses
a Likert scale with a score of 1-5. In this study, validity and reliability tests were
also carried out, then estimation tests and structural model fit tests were
conducted.
Based on the structural model, it can be proven that Green Product to
Purchase Intention has a significant effect; Green Price to Purchase Intention has
a significant effect; Green Promotion to Purchase Intention has a significant effect;
Green Product to Willingness to Pay Premium Price has an insignificant effect;
Green Price to Willingness to Pay Premium Price has an insignificant effect; Green
Promotion to Willingness to Pay Premium Price has a significant effect; Purchase
Intention to Willingness to Pay Premium Price has a significant effect.
Keywords: Green Product, Green Price, Green Promotion, Purchase
Intention, Willingness to Pay Premium Price.